A Company Can Take Several Steps to Improve the Quality

question 60

Multiple Choice

A company can take several steps to improve the quality of its marketing intelligence.Which of the following best describes the practice used by McDonald's when it sent mystery shoppers to assess stores' internal speed standards?

• A)training and motivating the sales force to spot and report new developments
• B)motivating intermediaries to pass along important intelligence
• C)networking externally
• D)purchasing information from outside research firms and vendors
• E)using the sales information system to get accurate sales reports

---

Definitions:

Id

A reservoir of unconscious psychic energy that, according to Freud, strives to satisfy basic sexual and aggressive drives. The id operates on the pleasure principle, demanding immediate gratification.

Personality

An individual's characteristic pattern of thinking, feeling, and acting, which makes them unique.

Ego

Ego, in Freudian psychology, is the component of the personality that is conscious, regulates behavior, and mediates between individual desires and the demands of reality.

Impulse

A sudden, involuntary urge to perform an action, often without premeditation.